Marketing Essentials

Chapter 2: The Marketing Plan

Self-Checks

1
What are the components of a SWOT analysis?
A)An analysis of strengths, weaknesses, opportunities, and tactics
B)An analysis of strengths, weaknesses, opportunities, and threats
C)Price, promotion, place, and product
D)An analysis of the competition
2
What is the purpose of an environmental scan?
A)An analysis of the environmental damage a company might cause
B)An analysis of outside influences that may have an impact on a business
C)An analysis of business opportunities
D)A company profile
3
What is discretionary income?
A)A person’s income
B)An illegal income someone needs to be discreet about
C)The money a person has left after paying for basic needs
D)disposable income
4
Why is demographics?
A)The statistics that describe a population in terms of personal characteristics
B)A population’s median age
C)Statistics that describe how much money people have
D)Gneration Y
5
What is a marketing plan?
A)An executive summary
B)Sales forecast
C)A set of performance standards
D)A written documents that describes a company’s marketing activities
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